How Adriano F started their logo design journey

Company name

Overview

I am the founder and CEO of HabitShaper.com, a site for a SIMPLE self-improvement.

I am also a Physics PhD candidate. I created this system to help my younger brother quit smoking, and it worked. Developed it into software, and now relaunching as a web app.

Tell us a bit about who you are and the people you reach

We are targeting people interested in self-improvement, but who are tired of all the distractions out there (thousands of diet plans, exercise plans/methods, how-to books, etc).

Our audience is looking for a program that is simple, streamlined and distraction free. MINIMALIST.

Our audience would not be impressed by useless bells and whistles.

They like information straight-forward and direct, but appreciate a good clean, modern aesthetic.

Other than that, there are no specifics of age or gender. A middle-aged college professor, a 30-something single mom, a young CompSci undergrad... all would be targeted.

Requirements

Have a look at http://HabitShaper.com to see our current logo, and a short video of the OLD software.
We are re-branding, so you are not bound by any of the visual elements in that site or logo.

* The logo SHOULD NOT reflect a specific niche (nutrition, exercise, writing, study, etc..).
* White or light background.
* We use Habits, not Goals (so no "bull's eye" elements, etc.)
* Try to communicate the idea of 'daily habits' using patterns or repetition.
* HabitShaper, habitshaper, or even habitShaper. But not HABITSHAPER.
* We use a logistic S-curve in our software, and it's somewhat incorporated into current logo. This is NOT a requirement.http://en.wikipedia.org/wiki/Logistic_function

Tagline is:
"We are what we repeatedly do."

This is derived from a quote from ARISTOTLE (which is why 'classical' elements would fit).

In terms of our values, we prefer science/geekiness to spirituality/hippiness.

We want SIMPLE and clean designs. That means:
* No reflections
* No (or very little) shine/gloss
* No strong gradients

In terms of content:
* No Pepsi logos
* No people (neither realistic like #123 , or representational like #148 )
* Nothing cyclical or circular as the main element. We do not want the users to think they'll go back to where they were at the beginning.
* No arrows